Boston, MA - The marketplace for AI toolsets for enterprise MarTech stacks is becoming clearer, but expanding use cases means enterprise leaders may require multiple AI platforms for complete solutions, according to new research released today by Real Story Group, the buy-side MarTech analyst firm.

Real Story Group's latest research critically evaluates eighteen AI platforms against seventeen business use cases falling into three categories: Insights AI, Decisioning AI, and Generative AI.  Vendors evaluated include Adobe, Amazon, Google, IBM, Jasper, Meta, Midjourney, OpenAI, Salesforce, Stability AI, and others.

The overall marketplace has evolved into four rough segments. While vendors tout holistic solutions, their platforms increasingly fall into clear lanes with respect to use-case focus.  

"For enterprise MarTech leaders looking to obtain value across a business process, this means a growing need to align solutions from multiple different platforms," notes RSG principal, Scott Simmons.  He adds, "This also creates space for agentic solutions to piece these services together, although the industry hasn't gotten there yet."

Vendors focused on more general-purpose foundation models (left box, above) typically offer richer feature sets and greater enterprise controls, but suffer from a dearth of marketing-specific applications.  "Thus far the level of effort to customize these toolkits for marketing use cases has presented a difficult and expensive challenge," argues RSG Vice President Apoorv Durga.

Today RSG also released a detailed "Reference Model for AI in MarTech," (subscribers only) to help enterprise architects plan more effective stack strategies.